This study investigates the impact of virtual reality (VR)-based brand experiences on customer satisfaction in the context of a retail store.Drawing on the experience economy framework and the insights from Suh and Prophet (2018), we propose and test a conceptual model that examines the effects of three types of VR experiences (entertainment, aesthetic, and real escape) on customer satisfaction, mediated by hedonic/emotional and utilitarian/cognitive responses.Using a sample of 395 customers from an Egyptian retail store and structural equation modeling (SEM), we find that all three types of VR experiences have significant positive effects on customer satisfaction, and these effects are partially mediated by hedonic/emotional and utilitarian/cognitive responses.The study contributes to the literature by providing a more nuanced understanding of how different types of VR experiences shape customer satisfaction and by highlighting the important role of experiential and cognitive processes in this relationship.The findings offer valuable insights for retailers seeking to leverage VR technology to enhance customer brand experiences and satisfaction.
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Shalabi et al. (2024) studied this question.
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